I just read through Sonia Simone’s How to Find Thousands More Prospects for Your Business over at Copyblogger.com. This post is stacked with some thought-sparking ideas and “loose” stats to help you think through what you’re doing online. She references sales strategist Chet Holmes’ idea of what percentage of your market is actually in the market.
But here’s the thought that made me pause and reread: how do you keep ‘em close? As Sonia works through her post, she lands on the classically obvious idea of building trust and keeping people in the loop so they think of you when they are ready to buy. I say classically obvious because this is what so many of us like to talk about theoretically. What made me doubletake today was I sat and wondered if this is really how it works. Do I buy things from people who keep me close?
My answer is yes, at least some. Without surrendering to a deep trance of remembrance, a few examples came to mind:
- Seth Godin reminds me every day that he writes good stuff, for free, on his blog. So every time he releases a new book, I buy it. It’s a required purchase in my mind. His built enough trust that I don’t question much of what he offers. I know it’s gonna be good.
- Sterling and Jay at Internet Business Mastery produce a podcast that I haven’t missed in about two years. It’s great. They also offer a monthly subscription to their academy. And guess what? I’m NOT a member. But I know I will be at some point, when I’m willing to focus on by personal internet business enough to make the most of it. So I’m a Not Yet. And it’s wise of Jay and Sterling to keep me close until that day comes….
- Jen Fong is an authority on using social media in direct sales. She and I have met before, and stay in touch via blogs, Facebook and Twitter. There will come a day that my company will be ready for some in-depth social media training, with a budget to go along with it. When they are, Jen will get a call, no questions asked. There will be no sales cycle, because I already know what Jen is about and what she’s producing. She reminds me regularly through these channels.
Can you think of anyone that’s kept you close, and it’s led to winning you as a customer? Do you use any unique ways to keep your customers close and in the loop?
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Yes, I certainly agree that keeping them close works. I’ve noticed how socialmediaexaminer.com keeps their followers close by engaging them in valuable discussions about relevant every-day issues and of course their business has grown tremendously because of it. I recently signed up for a priceless white paper class given by Jonathan Kantor. I didn’t question the value (or price) of the class partly because it was endorsed by Mike Stelzner and partly because J.Kantor has continued to provide top-notch content on his blog (I never miss a read!) As for me, I sometimes offer free writing services to outstanding customers who loyalty is unparalleled – it’s my way of saying, “I value you.”
Patricia.
I meant ‘whose loyalty is unparalleled’ :0)
Patrica – perfect example. Jonathan has established trust and value to you over time, so now it’s extremely easy for him to sell to you. I bet when he offers something, the conversation isn’t so much “Do I want this?” but rather “Are there any good reasons I shouldn’t get this?” Am I right?
Brett,
You make a great point here. The initial contact is not enough. What social media enables us to do is consistently demonstrate our relevance and value as we engage our audience. Better than branded merchandise to keep us our their minds, instead we give them something they can use each day…great content. It’s a brand new way to do business, and I, for one, love it.
I appreciate the shout-out!
Jen Fong
It’s kinda the difference between brand awareness (a t-shirt) and brand experience (a daily reading of your blog). Give people ways to experience you, not just be aware of you. Then, handing you the keys to the proverbial kingdom, when they’re ready, will be a much easier thing for them to do.
bd